Customer relationship management: advances, dark sides, exploitation and unfairness Online publication date: Sat, 16-Aug-2014
by Bang Nguyen; Dilip S. Mutum
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 6, No. 1, 2012
Abstract: As CRM schemes are getting increasingly sophisticated at personalising offers, there are both great benefits, but at the same time, also disadvantages that firms must consider. In this paper, CRM research is extensively reviewed with a particular focus on the advancements and their inherent dark sides. The danger of implementing CRM in a way that leads customers to believe that they are worse off requires more research. The risks of depleting customer trust are discussed and pose a significant threat to CRM. This is evident when customers perceive themselves as being exploited by firm's CRM schemes if it is overly used and misused. Thus, advances in CRM must consider these issues of fairness and trust. Eight propositions are made about CRM's, advances, dark sides, exploitation and unfairness.
Online publication date: Sat, 16-Aug-2014
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org